Mike’s Famous Harley-Davidson®, previously the largest Harley-Davidson® dealership in the country, was coming to New London, and it needed to engage its customers quickly about its new home. In an effort to build customer loyalty, the motorcycle retail giant launched an innovative promotion whereby its future customers and Harley enthusiasts would help design and program its new dealership, which was opening inside an historic former Coca-Cola bottling plant. In other words, the end result would be a Mike’s Famous Harley-Davidson® designed by and for its passionate Harley customers.
Quinn & Hary Marketing answered the call, and creatively orchestrated an integrated marketing campaign that included a high-end video, targeted social media, and a dynamic, interactive website.
The agency successfully launched www.MikesFamousNewLondon.com, which encouraged visitors to share their creative vision and innovative amenities honoring Mike’s Famous’ iconic namesake and historic southeastern Connecticut location. In addition, Q&H creatively produced a highly-customized interactive video that was prominently featured on the site’s homepage. Through social media channels, this video was geo-targeted by Q&H to effectively reach a specific audience of Harley enthusiast within a 50-mile radius of the new Mike’s Famous New London. The video generated greater buzz and excitement for the opening of the new dealership, actively engaging the client’s target audience (40,000 views) and bringing 5,000 visitors to the new website in just a few days and increasing Facebook fans by 15%.
Mike’s Famous New London will be a destination dealership that will serve as a place of pride in a community rich in military honor and tradition conveniently situated near the distinguished US Coast Guard Academy and US Navy Submarine Base, as well as minutes away from major New England cosmopolitan districts such as Hartford, New Haven, Stamford, Newport, and Providence. Mike’s Famous will stand tall as a testament to serving those who serve others, and Q&H proudly stands with its client in this momentous endeavor.
